Wells Fargo Center for the Arts
Job Description
Job Title:
Department:
Reports To:
FLSA Status:
Approved Date:
Director of Marketing and Communications
Marketing
Executive Director
Exempt
August 14, 2012
Summary
The Director of Marketing and Communications is responsible for the overall stewardship and management of
the Luther Burbank Memorial Foundation’s (dba Wells Fargo Center for the Arts) brand identity as a
community-based, non-profit performing arts center committed to enriching, educating and entertaining the
people of California’s North Bay region and beyond. The Director is responsible for the development,
management and execution of marketing and public relations strategies that help build and increase
audiences and ticket sales, rental clients, and members/donors for the Center. The position works
collaboratively with the board and staff leadership of the Programming, Development, Operations, and
Education and Outreach departments to help support and achieve the organization’s earned and contributed
income goals.
The Director performs the following duties personally or oversees their execution through the department’s
staff.
Primary Duties and Responsibilities:

In consultation with the Executive Director, board committee(s), and staff leadership, develops annual
and long-range marketing and public relations plans to achieve the earned and contributed income
goals (totaling approximately $10 million), as well as the consistent brand image, of the Center.

Develops and oversees execution of detailed plans, budgets, schedules and purchases for multifaceted
promotional campaigns—which include, but are not limited to—print and electronic advertising,
publications, promotional materials, displays, direct mail, e-mail, public relations, personal sales, the
web-site, and social media.

Oversees the development and execution of all public relations strategies and functions with local,
regional, and national media to ensure maximum visibility and coverage for the Center, and may serve
as a press spokesperson, as appropriate.

Develops and implements strategies to reach new and under-served audiences, members, and donors;
and to cultivate existing audiences, members, and donors towards a deeper involvement with the
Center.

Works with other staff leadership to provide management support in long-range planning, strategic
initiatives, and on-going analysis and evaluation of major decisions concerning the organization.

Any other duties as assigned.

Manages a department of four full-time employees—Associate Director of Marketing, Marketing
Coordinator, Manager of Public Relations, and Patron Services Manager.
Qualifications:
Minimum of a Bachelor’s degree (B.A.) from a four-year college or university or equivalent experience;
Master’s degree a plus; minimum five (5) years related experience in marketing and public relations in the nonprofit performing arts field. Relevant experience in marketing planning and current marketing strategies,
especially as they relate to non-profits and the performing arts. Familiarity with artists and the art forms of
theater, dance, and music—from a variety of cultures and genres—is a plus.
Critical Skills:
 Knowledge of the arts and arts marketing techniques. Knowledge of print and broadcast media
including its needs, formats, and styles. Experience in direct-mail marketing and subscription
campaigns.

Ability to evaluate marketing trends and analyses. Analytical skills to interpret data and prepare
conclusions and recommendations based upon information collected.

Knowledge of financial management to allocate resources, prepare and manage marketing budgets,
analyze financial data, and project income.

Ability to manage complex strategic plans and programs; work effectively under constant pressure
deadlines; requires excellent organizational and time management skills, and careful attention to detail.

Excellent interpersonal, diplomatic and communication skills; ability to articulate ideas clearly and
concisely, in both written and oral format. Excellent writing and editing skills.

Knowledge of or experience in graphic design and page layout computer programs, and working with
designers and contemporary printing firms to see jobs taken from conception to final product.

Ability to develop “grassroots” contacts among a broad range of constituencies.
Measures of Success:
 Enhanced revenue from increased audiences and ticket sales, rental customers, and members/donors.

Increased media attention for the non-profit mission of the Center.

Deeper engagement of current patrons as measured by increases in the percentage of multiple-event
ticket-buyers, higher average memberships/donations, higher renewal rates, and growth of repeat
rental clients from season to season.

Management of expenses versus the marketing plans.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential
functions of the job.
The Wells Fargo Center for the Arts is committed to creating a diverse work environment and is proud to be an
equal opportunity employer.
To apply:
Send cover letter and resume to julieb@wellsfargocenterarts.org